飞天茅台自营店再调价：1753元敞开卖，普通消费者“进门”了

8月8日，茅台线下自营店再度传出调价消息。53度500ml飞天茅台自营店零售价上调至1753元/瓶，五星茅台调至1743元/瓶，经典版马年生肖茅台酒、精品茅台分别调整为1951元/瓶、2410元/瓶。本次调价范围仅限于茅台在全国的42家自营店，i茅台及经销商渠道暂未调整。

比价格变动更值得关注的，是渠道政策的转向：线下自营店飞天茅台不再局限于建档团购客户，普通散客首次可以直接到店选购。澎湃新闻记者从多家自营门店获悉，有门店工作人员表示“按照1753元/瓶的价格，散客每天最多可以购买一箱（6瓶）飞天，以实际到店情况为准”。不过也有门店虽已完成调价，但目前飞天、精品等产品均无现货。

过去，普通消费者走进自营店面对飞天茅台，基本只能“看不能买”——资源优先供给建档团购客户。如今这道门槛被拆除，普通消费者终于有了一条官方保真的线下购酒通道。

1753元怎么来的？不是“涨价”，是“接轨”

1753元这个数字并非凭空而来。

多家媒体调查显示，当前飞天茅台社会终端零售成交价普遍在1750元/瓶左右。自营店将价格定在1753元，实质是对市场真实成交行情的承接。有自营门店工作人员直言：“i茅台对应的是市场流通价，自营门店对应的是市场成交价。”

换句话说，茅台不再试图用行政命令压制价格，而是让官方价与市场价“对齐”——以贴近行情的价格对外销售，既能承接真实消费需求，也能压缩跨渠道套利空间。

值得注意的是，本次调价距离7月底自营店上调至1719元/瓶尚不足半个月。半个月内两次调价，表明线下自营店的价格调整已进入高频动态阶段。

“双价格体系”成型：i茅台1639元，自营店1753元

目前，同属茅台自营体系的i茅台平台飞天茅台零售价仍维持在1639元/瓶，与自营店1753元形成114元的价差。

这个价差不是漏洞，而是设计。

回顾今年以来的调价轨迹：3月31日，茅台将飞天茅台自营体系零售价由1499元上调至1539元，彼时线上线下同步调整；7月18日，i茅台零售价从1539元调至1639元，但公告明确调整范围仅限于i茅台；7月底，线下自营店率先上调至1719元；如今再调至1753元。

自此，茅台自营体系正式形成了“线上稳、线下活”的双轨运行格局：i茅台守住价格基准，给全市场建立稳定的价格预期；线下自营店充当市场“温度计”，随行就市灵活调整。

酒业独立评论人肖竹青对此分析认为，茅台42家直营店调高零售价，主要目的之一是为i茅台平台挺价——线下的高价标签会形成价格示范效应，引导线下渠道代理商参照直营店价格销售，反而能凸显i茅台平台的价格优势，吸引更多消费者上i茅台申购。

在酒业时报看来，这套双轨制设计的精妙之处在于：既不像过去那样“一刀切”僵化定价，也不至于被市场情绪牵着鼻子走。i茅台的价格相当于给市场画了一条“心理底线”，而自营店的灵活调价则让茅台能够实时响应供需变化。

从“团购专属”到“散客可购”：渠道公平迈出关键一步

如果说调价是“术”，那么放开散客购买就是“道”。

从“团购专属”转向“散客可购”，普通消费者获得了一条官方保真的线下购买通道。在假酒泛滥、渠道混乱的市场环境中，这条通道的价值不言而喻。

与此同步的是，肖竹青透露，目前全国42家茅台直营店已全面停止纳税100万元以上民营企业家的茅台酒直供开户申请。这意味着茅台正在重新分配渠道资源，从“大客户优先”转向“消费者平权”。

事实上，茅台今年的渠道改革力度堪称近年罕见。2025年，茅台直销渠道营收达到845.43亿元，同比增长12.96%，直销收入占比首次突破50%，达到50.06%。这一结构性变化意味着茅台对渠道的掌控力正在空前增强，也为此次自营店政策调整提供了底气。

当然，挑战同样存在。自营店放开散客后，如何平衡不同渠道的利益、如何防止黄牛借机囤货、42家自营店能否覆盖全国需求——这些都是茅台需要在实践中回答的问题。

从1499元到1753元，从团购专属到散客可购，茅台正在用一系列价格与政策的组合拳，重塑飞天茅台的市场形象。

在酒业时报看来，这一轮调整释放的最重要信号不是“涨价”，而是“市场化”——茅台不再试图用行政命令管控价格，而是选择让价格回归市场、让渠道回归消费者。对于一个年营收超过1700亿的消费品巨头来说，这种“放得下”的姿态，或许比“管得住”更需要勇气。

但至少在今天，8月8日，一个普通消费者走进上海、武汉或任何一座城市的茅台自营店，终于可以凭自己的身份证，买到一瓶官方定价的飞天茅台了。这本身就是一件值得书写的事。

On August 8, another price adjustment emerged from Moutai’s offline self-operated stores. The retail price of 53% 500ml Feitian Moutai at self-operated stores was raised to RMB 1,753 per bottle, with Wuxing Moutai adjusted to RMB 1,743 per bottle, the Classic Edition Horse Zodiac Moutai to RMB 1,951 per bottle, and Premium Moutai to RMB 2,410 per bottle. This price adjustment is limited to Moutai’s 42 self-operated stores nationwide, with the iMoutai platform and distributor channels remaining unchanged for now.

More noteworthy than the price changes is the shift in channel policy: Feitian Moutai at offline self-operated stores is no longer restricted to registered corporate clients. For the first time, ordinary individual consumers can now walk in and make purchases directly. The Paper learned from multiple self-operated stores that some store staff indicated that “at the price of RMB 1,753 per bottle, individual consumers can purchase up to one case (6 bottles) of Feitian per day, subject to actual in-store availability.” However, some stores, though they have implemented the price adjustment, currently have no stock of Feitian or Premium products.

In the past, ordinary consumers who walked into a self-operated store could essentially only “look but not buy” – supply was prioritised for registered corporate clients. Now that this barrier has been removed, ordinary consumers finally have an official, authenticity-guaranteed offline channel to purchase Moutai.

Where Did RMB 1,753 Come From? Not a “Price Hike,” But a “Market Alignment”

The figure of RMB 1,753 did not emerge from thin air.

Multiple media investigations show that the current terminal retail transaction price of Feitian Moutai in the broader market is generally around RMB 1,750 per bottle. By setting the price at RMB 1,753, the self-operated stores are essentially aligning with the actual market transaction price. As one self-operated store staff member put it bluntly: “iMoutai corresponds to the market circulation price, while the self-operated stores correspond to the market transaction price.”

In other words, Moutai is no longer attempting to suppress prices through administrative directives, but rather allowing official prices to “align” with market prices – selling at prices close to market conditions not only accommodates genuine consumer demand but also compresses cross-channel arbitrage opportunities.

Notably, this price adjustment comes less than half a month after the self-operated stores were raised to RMB 1,719 per bottle at the end of July. Two price adjustments in half a month indicate that pricing at offline self-operated stores has entered a phase of high-frequency dynamic adjustment.

A “Dual-Price System” Takes Shape: iMoutai at RMB 1,639, Self-Operated Stores at RMB 1,753

Currently, the retail price of Feitian Moutai on the iMoutai platform, which is also part of Moutai’s self-operated system, remains at RMB 1,639 per bottle, creating a RMB 114 price gap with the self-operated stores’ RMB 1,753.

This gap is not a flaw – it is a design feature.

Looking back at the price adjustment trajectory this year: on March 31, Moutai raised the retail price of Feitian Moutai in its self-operated system from RMB 1,499 to RMB 1,539, with both online and offline channels adjusted simultaneously. On July 18, the iMoutai retail price was raised from RMB 1,539 to RMB 1,639, but the announcement clearly stated that the adjustment was limited to the iMoutai platform. At the end of July, offline self-operated stores were first raised to RMB 1,719. Now, another adjustment brings them to RMB 1,753.

Since then, Moutai’s self-operated system has formally established a dual-track operating structure of “stable online, flexible offline”: iMoutai maintains the price benchmark, providing a stable price expectation for the entire market; offline self-operated stores act as market “thermometers,” adjusting flexibly in line with market conditions.

Independent liquor industry commentator Xiao Zhuqing analysed that one of the main purposes of Moutai’s 42 self-operated stores raising their retail prices is to support pricing on the iMoutai platform – the higher price tags offline create a price demonstration effect, guiding offline channel distributors to reference the self-operated store prices for their sales, which in turn highlights the price advantage of the iMoutai platform and attracts more consumers to apply for purchases on iMoutai.

In the view of JiuYe Times, the elegance of this dual-track system design lies in its avoidance of the rigid “one-size-fits-all” pricing of the past, while also preventing the company from being driven entirely by market sentiment. The iMoutai price effectively draws a “psychological baseline” for the market, while the flexible pricing at self-operated stores allows Moutai to respond to supply-demand changes in real time.

From “Corporate-Exclusive” to “Open to Individual Consumers”: A Key Step Toward Channel Equity

If the price adjustment is the “tactic,” then opening sales to individual consumers is the “strategy.”

The shift from “corporate-exclusive” to “open to individual consumers” gives ordinary consumers an official, authenticity-guaranteed offline purchasing channel. In a market environment plagued by counterfeit liquor and channel chaos, the value of this channel speaks for itself.

In parallel, Xiao Zhuqing revealed that Moutai’s 42 self-operated stores nationwide have completely suspended new direct-supply account applications for private entrepreneurs with annual tax payments exceeding RMB 1 million. This indicates that Moutai is reallocating channel resources, shifting from “large-client priority” to “consumer equity.”

In fact, Moutai’s channel reforms this year are among the most aggressive in recent memory. In 2025, Moutai’s direct-channel revenue reached RMB 84.543 billion, up 12.96% year-on-year, with direct sales accounting for more than 50% of total revenue for the first time, at 50.06%. This structural change means Moutai’s control over its channels is growing stronger than ever, providing the confidence for this policy adjustment at its self-operated stores.

Of course, challenges remain. With the self-operated stores now open to individual consumers, questions such as how to balance the interests of different channels, how to prevent hoarding by scalpers, and whether 42 self-operated stores can cover nationwide demand are all issues that Moutai will need to address in practice.

From RMB 1,499 to RMB 1,753, from corporate-exclusive to individual-access, Moutai is reshaping the market image of Feitian Moutai through a combination of price and policy adjustments.

In the view of JiuYe Times, the most important signal from this round of adjustments is not “price hikes” but “marketisation” – Moutai is no longer attempting to control prices through administrative orders, but has chosen to let prices return to the market and channels return to consumers. For a consumer goods giant with annual revenue exceeding RMB 170 billion, this willingness to “let go” may require even more courage than the ability to “hold on.”

But at least today, August 8, an ordinary consumer walking into a Moutai self-operated store in Shanghai, Wuhan, or any city can finally buy a bottle of officially priced Feitian Moutai with their own ID. That in itself is something worth recording.